Is Fallon the Xer Who Will Millennialize Late Night?

Jimmy Fallon is not a Millennial. At 36-years-old, he is firmly in the camp of the Gen Xer—but you wouldn’t be blamed for mistaking him for a member of the more optimistic, less-cynical generation when watching his takeover of The Tonight Show since last MondayAfter years of Leno and Letterman’s wry, sarcastic take on pop culture dominating late night, Fallon’s approach is unapologetically positive and inclusive. Fallon could be the first late night host to appeal to the Millennial audience. Ratings for the show actually improved over the course of last week for viewers between 18 and 49 (the “money category” for late night shows) delivering a number that was the best viewer score for that demo on a Wednesday night for the show in 10 years. Nothing about the long-term future of his audience can be determined yet, but he’s already in a better position that most to lure Millennials to late night TV. Many grew up watching him on SNL, but that’s just one advantage—his personality and approach to comedy make him more Millennial-friendly than any other host. Here are just some of the reasons that Fallon may be the Xer who will Millennialize late night:
 
1. They’re actually excited for him.
Throughout last week, one of the biggest differences between Jimmy Fallon and his predecessor became clear: Millennials are actually excited for Fallon, and they’re celebrating his show. His premiere resulted in a slew of blogosphere output chronicling and complimenting the moments of the first show, like “The 35 Best Moments From Jimmy Fallon’s ‘Tonight Show’ Debut” GIF gallery posted on Buzzfeed. UPROXX’s effusive posting on the celebrity cameo skit of the premiere might have put the reaction best: ”You might say the cameo-heavy segment was just like the thing Jay Leno tried to do, except…

 
 

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Millennial News Feed

Quote of the Day: “I want to travel to Washington, because I love the Twilight series and I'd love to see the place it's based on.”

—Female, 23, CA

Just how hooked on streaming are Millennials? According to a recent survey by TV tech firm Roku, 50% of streaming service users say they would give up caffeine over streaming, and 21% would rather give up brushing their teeth for a week than give up streaming. The most surprising: 70% claim they would give up social media than streaming. Not too surprisingly, Millennials are especially streaming-crazed: 59% of 18-34-year-olds say they’ve told others they were doing something else when they were actually streaming, and 40% have ditched other plans in order to watch content online. (We’ll be exploring what we’re calling The Binge Effect even further in our upcoming trend report!) (StreamDaily

Millennial women are making strides as entrepreneurs, and using their extra cash to make gains in the stock market, according to a new U.S. Trust study on wealthy Americans. When compared to previous generations, wealthy Millennial women are 3.4 times more likely to be entrepreneurs, and are more likely to have a higher or equal income to their significant other. About one-third of this group also say they are the primary decision maker when it comes to money within their households. They’re also investing more than wealthy Boomer and Xer females: “Millennial women are 2.8 times more likely to use hedge funds, 1.8 times more likely to try venture capital, and 3.1 times more likely to own impact investments.” (Glamour

The Daily Show’s Trevor Noah isn’t going anywhere and he has Millennials to thank. Since his start as the new host of the nightly comedy news show , Comedy Central has seen live-viewing numbers drop by about 40% from the last days that Jon Stewart hosted. But they aren’t worried. Young viewers are definitely tuning in—just digitally. When it comes to streaming entire episodes, the new Daily Show is the most watched late night comedy show among 18-34-year-olds, surpassing even Jimmy Fallon’s highly rated Tonight Show. The network reasons that traditional TV consumption numbers are at this point irrelevant, because their “core audience are Millennials.”  (Forbes

A few years of decline among young movie-goers have inspired some to rethink the movie-going experience, but according to theatre ad companies, Millennials are in the midst of a movie-attendance resurgence. National CineMedia has reports that their Millennial movie-goer audience grew 16% in 2015, and is up 8% in 2016 so far. Their data shows that Millennials are 50% more likely to name movies as a passion than the general population, and are the age group most likely to purchase movie tickets in advance. According to a Ypulse monthly survey, 57% of 13-33-year-olds prefer to go to the movies on a night out. (Adweek

Lay’s is bringing Instagram into offline marketing and creating hyper-personal packaging with their “Summer Moments Made Better” campaign. The brand is asking consumers for their favorite summer moments, providing 200,000 codes that allow users to have their Instagram photos printed on a bag of chips, and win prizes. According to the brand: “during the summer, Lay’s plays an important role in [consumers’] lives and in their moments,” and they are hoping to see more social moments focused on food. A similar, smaller campaign, which we covered last year, received “overwhelmingly positive” response. (brandchannel

Quote of the Day: “I really want to visit Tokyo, Japan to see the culture behind the growth of video games, and to eat the food.”—Male, 29, MA

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